Belgacom direct mail case study

Belgian agency Famous was asked to promote Belgian First Division football on pay-per-view TV. The problem? Belgian football was so dull that the target audience was unlikely to sign up.

The solution? The agency got all the top clubs and players together to sign a pact that promised they would play exciting, attacking football. This generated word of mouth and press coverage, and Belgacom capitalised on this by sending copies of the treaty to 100,000 of the country's football fans – increasing subscriptions by an impressive 17%.